Recognition among younger consumers rises for fourth consecutive year
New research released today reveals that awareness of ABTA among the UK population holds strong with a 75% public recognition factor, representing a slight increase from 74% in 2013*. Awareness of the organisation has grown particularly strongly among 16-24 year olds, up to 41% from 38% in 2013, and has increased among this age group by 10% since 2010.
ABTA continues to be the most recognised travel industry body in the UK among consumers. After ABTA, ATOL is the most recognised travel industry brand (50%), followed by IATA (30%) and AITO (12%).
Almost seven in ten consumers (68%) regard ABTA membership as essential or important when booking a holiday and a strong majority of people continue to positively associate ABTA with being confident, reassuring, safe and reliable.
The research shows a good understanding of ABTA’s role in supporting consumers, as well its role as a membership organisation. 67% of consumers understand that ABTA offers a consumer helpline; 70% understand that the Association has a Code of Conduct that regulates Members and 65% understand ABTA offers help in resolving consumer complaints. In addition 86% of consumers understand that the Association represents companies in the travel industry.
Mark Tanzer ABTA Chief Executive said: “I am very pleased to see that awareness of ABTA remains strong with overwhelmingly positive associations. That so many people look for the ABTA logo when booking their travel arrangements is a testament to the enduring strength of the brand.”
Victoria Bacon, ABTA Head of Communications said: “The increase in awareness and understanding of ABTA among younger consumers in particular is extremely encouraging. We have delivered a number of successful, high profile marketing and media initiatives aimed at boosting recognition and understanding of ABTA and the benefits of booking with an ABTA Member, such as our ABTA “Early Bird” campaign, so it is great to see these having a positive impact. We will continue our efforts to support the brand through this work.”
*Consumer research was conducted by Arkenford Ltd (www.arkenford.co.uk) who specialise in tourism and leisure market research. The ABTA Consumer Trends survey generated response from a nationally representative sample of 2001 consumers using an online research methodology and related to holiday booking habits in the 12 months to July 2014. Fieldwork was conducted in July 2014.